If Frederick Richard wants to make men's gymnastics fun, he knows winning has to be part of the plan

PHOENIX (AP) — The CEO and founder of Frederick Flips is a busy man. So busy it's easy to wonder sometimes how interested Fred Richard is in keeping the main thing the main thing.

The underlying tone of the social media content the 22-year-old gymnast and the rest of his five-man business team produce for Richard's growing legion of followers gives off the vibe of someone who doesn't take himself — or his sport — too seriously.

Most of that is by design. The athlete who has made it his mission to bring gymnastics to a new audience knows making it seem like fun is a vital part of that process.

It's hardly the only part. And any questions about how invested Richard is in this whole thing were answered Saturday night, when he became the second Black gymnast to win a men's all-around title .

Richard pulled away from Shane Wiskus and Danila Leykin with six polished and professional routines, offering tangible proof that underneath goofing around on TikTok, his plan to be the face of the men's Olympic program in Los Angeles in two years is very much in full swing.

“Winning matters to show that your process is working,” Richard said late Saturday.

That's even if Richard's process can sometimes be at odds with the norms of a sport that has looked a certain way since long before the Massachusetts native was born.

When Richard saluted the judges this weekend, he did it while wearing a uniform that ran afoul of the rules . And we're not talking about the singlet that featured his trademark across his chest.

Rather than don stirrup pants — long the de facto uniform on events like pommel horse — Richard opted for shorts with white compression leggings underneath. It's something he began experimenting with during the later stages of his college career at Michigan, and one he has no plans of abandoning in domestic events even if it means receiving a three-tenths neutral deduction each time.

On Thursday night, that meant his lead over Leykin was slimmer than it had to be. That didn't stop Richard from taking the same deduction at the start of the competition on Saturday, admitting he was more than willing to potentially jeopardize his shot at a national title to make a statement.

“I told you I’d laugh if that happens,” Richard said.

It didn't come to that. He put together an energetic and confident performance to win by more than two points over Wiskus, a 2020 Olympian, and the promising 19-year-old Leykin.

When Richard landed his vault during the final rotation — one that remains a work in progress as he tries to get his power under control — to seal the victory, he turned toward the crowd inside the Mortgage Matchup Center and flashed the “No. 1” sign before posing for a selfie atop the medal stand while asking the fans in the background to join in.

Hey, the brand is the brand. And Richard doesn't believe he has to choose between being a funny, charismatic and remarkably self-aware influencer and a champion. Yes, his uniform choice was a conversation starter. He doesn't think it should distract from what he does while wearing it.

“When you come to a competition, nothing else matters besides staying in your zone, focusing on the details and going for those skills,” he said. “That’s all I came here to do, get better under pressure.”

Well, that and earn a spot on the national and world championship teams, roles he surprisingly missed out on a year ago that seemed to mute the glow from helping the American men win their first team medal in 16 years at the 2024 Olympics.

He promised in the aftermath to get back to work, and with Olympic teammates Brody Malone and Asher Hong out this week — Malone is taking a break while Hong, a two-time national champion, is recovering from an ankle injury — Richard spent his time in the desert showing he's ready to lead in something other than clicks.

The teenager who announced himself by earning a surprise bronze in the all-around at the 2023 world championships is evolving. He served as a captain at Michigan, and as the window opens on his prime, he seems ready to pick up the mantle as a U.S. leader.

“I feel like I’m not like, OK, there’s older guys that are like veterans, but I feel I’m entering that veteran territory,” he said. “It’s not my first worlds. It’s not first Olympics.”

Even if there is plenty to do to assure himself of a place on the team that will step into the spotlight only a home Olympics provides two summers from now. He knows he needs to upgrade the difficulty in some of his routines to become a legitimate medal threat in Los Angeles.

He'll get a litmus test on where he currently stacks up when the American men take the floor at the world championships in the Netherlands in October. As encouraged as he is at how things are going, he's hardly satisfied.

The man who has a team of five working for him to keep his website and social media accounts booming understands there are a lot of 30-plus-hour weeks in the gym ahead. It's a grind, one he embraces when the camera isn't on.

He's hardly the only athlete who considers themselves an influencer. But the reality is anybody with a camera can become one. Not everyone can be a champion. As Los Angeles draws ever closer, Richard is leaning into the difference between the two.

“The No. 1 trait of the most successful athletes, athlete creators, people growing their sports, people hitting icon status is winning,” he said. “And I want to keep winning and pushing myself to see how much better I can get.”

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